Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015
Transcript of Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015
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PRECEDENT LONDON
FEBRUARY 10TH
2015
HOW DIGITAL CAN WIN BACK
COMPETITIVE ADVANTAGE.
CX SURVIVAL
OF THE FITTEST
@lindzeiy @precedentcomms #precsem
LINDSAY HERBERT
GLOBAL HEAD OF DIGITAL
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WHAT IS
CX vs UX?
@lindzeiy @precedentcomms #precsem
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WHY DO
WE EXIST?
@lindzeiy @precedentcomms #precsem
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WHY DO
WE EXIST?
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WHY DO
WE EXIST?
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HIERARCHY OF
HUMAN NEEDS:
@lindzeiy @precedentcomms #precsem
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HIERARCHY OF
HUMAN NEEDS:
TO THRIVE WE WANT
SELF ESTEEM AND
SOCIAL ACCEPTANCE
TO SURVIVE WE WANT
WEALTH, SECURITY AND
PHYSICAL WELLBEING
@lindzeiy @precedentcomms #precsem
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WHY DO
YOU EXIST?
@lindzeiy @precedentcomms #precsem
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MEANINGFUL IDEAS,
INTELLIGENTLY DELIVERED.
”
@lindzeiy @precedentcomms #precsem
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@lindzeiy @precedentcomms #precsem
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@lindzeiy @precedentcomms #precsem
DIGITAL
STRATEGY
WEBSITES,
TABLET & MOBILE
DIGITAL
TRANSFORMATION
PRECEDENT.COM/CX
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@lindzeiy @precedentcomms #precsem
26 YEARS
140 EXPERTS IN
DESIGN, TECH,
STRATEGY & UX
6 LOCATIONS
PRECEDENT.COM/CX
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EVERY ORGANISATION
STARTS OUT BY MEETING
THE NEEDS OF ITS AUDIENCES.
@lindzeiy @precedentcomms #precsem
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EVERY ORGANISATION
STARTS OUT BY MEETING
THE NEEDS OF ITS AUDIENCES.
TIME GOES ON.
NEEDS EVOLVE.
@lindzeiy @precedentcomms #precsem
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OUR CUSTOMERS
ARE DISLOYAL.
”
T H E P E R C E P T I O N
@lindzeiy @precedentcomms #precsem
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OUR CUSTOMERS
ARE DISSATISFIED.
”
T H E T R U T H
@lindzeiy @precedentcomms #precsem
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✱ They can’t buy easily.
So they don’t refer you.
✱ They can’t find their way around.
So they write bad reviews.
✱ They feel out of their depth.
So they don’t share photos.
✱ They think the quality is poor.
So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.
T H E T R U T H
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✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
So they write bad reviews.
✱ They feel out of their depth.
So they don’t share photos.
✱ They think the quality is poor.
So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.
T H E T R U T H
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✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
✱ So they write bad reviews.
✱ They feel out of their depth.
So they don’t share photos.
✱ They think the quality is poor.
So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.
T H E T R U T H
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✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
✱ So they write bad reviews.
✱ They feel out of their depth.
✱ So they don’t share online.
✱ They think the quality is poor.
So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.
T H E T R U T H
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✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
✱ So they write bad reviews.
✱ They feel out of their depth.
✱ So they don’t share online.
✱ They think the quality is poor.
✱ So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.
T H E T R U T H
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✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
✱ So they write bad reviews.
✱ They feel out of their depth.
✱ So they don’t share online.
✱ They think the quality is poor.
✱ So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
✱ So they never come back.
T H E T R U T H
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OUR CUSTOMERS
ARE DISSATISFIED.
OUR BUSINESS IS AT
RISK.
T H E T R U T H
@lindzeiy @precedentcomms #precsem
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HOW DO YOU
ADAPT TO YOUR
CUSTOMERS’
NEEDS?
@lindzeiy @precedentcomms #precsem
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CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
@lindzeiy @precedentcomms #precsem
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CULTURE
ANALYSIS
RATIONAL
EMOTIONALHOW YOU VALUE YOUR AUDIENCES.
@lindzeiy @precedentcomms #precsem
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CULTURE
ANALYSIS
RATIONAL
EMOTIONALHOW YOU GATHER FEEDBACK AND REACT.
@lindzeiy @precedentcomms #precsem
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CULTURE
ANALYSIS
RATIONAL
EMOTIONALHOW YOUR CORE OFFER STACKS UP
TO THE REST.
@lindzeiy @precedentcomms #precsem
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CULTURE
ANALYSIS
RATIONAL
EMOTIONALHOW YOU ELEVATE AND DELIGHT
YOUR AUDIENCES.
@lindzeiy @precedentcomms #precsem
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HOW FIT ARE YOU
TO SURVIVE CHANGE?
@lindzeiy @precedentcomms #precsem
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RATING YOUR
CX FITNESS LEVEL:
ENDANGERED CONTENDER CHAMPIONEXPOSED
@lindzeiy @precedentcomms #precsem
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RATING YOUR
CX FITNESS LEVEL:
ENDANGERED CONTENDER CHAMPIONEXPOSED
@lindzeiy @precedentcomms #precsem
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HOW TO
@lindzeiy @precedentcomms #precsem
CAREWITH DIGITAL
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IF YOU’RE ENDANGERED,
START WITH:
CULTUREHOW YOU VALUE AYOUR AUDIENCES.
C A R E
@lindzeiy @precedentcomms #precsem
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IF YOU’RE ENDANGERED,
START WITH:
CULTUREHOW YOU VALUE YOUR AUDIENCES.
C A R E
@lindzeiy @precedentcomms #precsem
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“ To provide our customers with the most convenient access to media entertainment.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem
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$29.5M TO $71M
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“ To link individuals with art and history.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem
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“ To let people belong anywhere.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem
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“ To create value for our users.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem
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“ To be the voice of British doctors.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem
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IF YOU’RE ENDANGERED,
START WITH:
CULTURE
C A R E
✱ Include CX in your strategic plan.
✱ Use metrics to inform management decisions.
✱ Tie staff appraisals to CX targets.
✱ Invest in ways to solve CX issues.
@lindzeiy @precedentcomms #precsem
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ENDANGERED?
NEXT STEPS TO FIX:
CULTURE
C A R E
1. Business case: Audit & competitor benchmark
2. Vision & Roadmap: Senior leader strategic session
3. UX & Design: Test variations, fix critical journeys
4. Prototype new features: Build, deploy, test, enhance
@lindzeiy @precedentcomms #precsem
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IF YOU’RE EXPOSED,
START WITH:
ANALYSISHOW YOU GATHER FEEDBACK AND REACT.
C A R E
@lindzeiy @precedentcomms #precsem
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IF YOU’RE EXPOSED,
START WITH:
ANALYSISHOW YOU GATHER FEEDBACK AND REACT.
C A R E
@lindzeiy @precedentcomms #precsem
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$1 BILLION
IN 17 MINS
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€3,5K SET-UP =
€80K SALES PER WEEK
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BLACKROCK
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7% SALES INCREASE
WITH YOUNG ADULTS
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IF YOU’RE EXPOSED,
START WITH:
ANALYSIS
C A R E
✱ Engage users to understand changing needs.
✱ Collate touch point data into a Single Customer View.
✱ Compare past behaviour to current, for trends.
✱ Check marketing matches actual experiences
and monitor its effectiveness.
@lindzeiy @precedentcomms #precsem
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EXPOSED?
NEXT STEPS TO FIX:
ANALYSIS
C A R E
1. Data & insight strategy: Prioritisation and IT roadmap
2. Audience testing: Guerrilla, group & 1-on-1
3. Goal tracking & reviews: Metrics, tools & brainstorms
4. Social tests: Uncover opps & trial new features
@lindzeiy @precedentcomms #precsem
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IF YOU’RE A CONTENDER,
TACKLE THE:
RATIONALHOW YOUR CORE OFFER STACKS UP
TO THE COMPETITION.
C A R E
@lindzeiy @precedentcomms #precsem
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IF YOU’RE A CONTENDER,
TACKLE THE:
RATIONALHOW YOUR CORE OFFER STACKS UP
TO THE COMPETITION.
C A R E
@lindzeiy @precedentcomms #precsem
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IF YOU’RE A CONTENDER,
TACKLE THE:
RATIONAL
C A R E
✱ Products and services deliver to current core needs.
✱ End to end processes are efficient.
✱ Prices are fair and quality is high.
✱ It’s easy to transact at every possible touchpoint.
@lindzeiy @precedentcomms #precsem
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CONTENDER?
NEXT STEPS TO FIX:
RATIONAL
C A R E
1. Build a new website: Transactional not informational
2. New mobile offering: Solve real-world problems
3. New social offering: Functionality or service
4. Innovate the offering: Brand new digital services
@lindzeiy @precedentcomms #precsem
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IF YOU’RE A CHAMPION,
HARNESS THE:
EMOTIONALHOW YOUR ELEVATE AND DELIGHT YOUR
AUDIENCES.
C A R E
@lindzeiy @precedentcomms #precsem
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IF YOU’RE A CHAMPION,
HARNESS THE:
EMOTIONALHOW YOU ELEVATE AND DELIGHT
YOUR AUDIENCES.
C A R E
@lindzeiy @precedentcomms #precsem
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“ To be the most magical place on earth.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem
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@lindzeiy @precedentcomms #precsem
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@lindzeiy @precedentcomms #precsem
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@lindzeiy @precedentcomms #precsem
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@lindzeiy @precedentcomms #precsem
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“ To win the fight againstheart disease.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem
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IF YOU’RE A CHAMPION,
HARNESS THE:
EMOTIONAL
C A R E
✱ Interactions elevate the customer socially.
✱ Customers personally identify with the brand
and go out of their way to recommend.
✱ Success in life is increased by continued interactions.
✱ Customers feel listened to, appreciated and valued.
@lindzeiy @precedentcomms #precsem
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CHAMPION?
NEXT STEPS TO BOOST:
EMOTIONAL
1. Content strategy: User focused & goal driven
2. Campaigns & features: Digital-only & multichannel
3. New tech integration: Beacons, wearables, etc.
4. Communities & loyalty: Programmes for ambassadors
@lindzeiy @precedentcomms #precsem
C A R E
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BUT WHAT
DOES IT
ALL MEAN?
@lindzeiy @precedentcomms #precsem
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HOW TO
@lindzeiy @precedentcomms #precsem
CAREWITH DIGITAL
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CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
@lindzeiy @precedentcomms #precsem
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RATING YOUR
CX FITNESS LEVEL:
ENDANGERED CONTENDER CHAMPIONEXPOSED
@lindzeiy @precedentcomms #precsem
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EVERY ORGANISATION
STARTS OUT BY MEETING
THE NEEDS OF ITS AUDIENCES.
TIME GOES ON.
NEEDS EVOLVE.
@lindzeiy @precedentcomms #precsem
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HIERARCHY OF
HUMAN NEEDS:
TO THRIVE WE WANT
SELF ESTEEM AND
SOCIAL ACCEPTANCE
TO SURVIVE WE WANT
WEALTH, SECURITY AND
PHYSICAL WELLBEING
@lindzeiy @precedentcomms #precsem
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WHY DO
YOU EXIST?
@lindzeiy @precedentcomms #precsem
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MEANINGFUL IDEAS,
INTELLIGENTLY DELIVERED.
”
@lindzeiy @precedentcomms #precsem
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@lindzeiy @precedentcomms #precsem
PRECEDENT.COM/CX
PRECEDENT.COM/CX
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@lindzeiy @precedentcomms #precsem
DIGITAL
STRATEGY
WEBSITES,
TABLET & MOBILE
DIGITAL
TRANSFORMATION
PRECEDENT.COM/CX
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@lindzeiy @precedentcomms #precsem
26 YEARS
140 EXPERTS IN
DESIGN, TECH,
STRATEGY & UX
6 LOCATIONS
PRECEDENT.COM/CX
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THANK YOU.
@lindzeiy @precedentcomms #precsem